With Sasha Cohen's (quite literal) deer-in-the-headlights flop in the long program of the figure-skating competition, another heavily marketed U.S. Olympic athlete has failed to deliver the goods during crunch time. (See also: "Jacobellis, Lindsey" and "Miller, Bode.") Most athletes get their pictures on the Wheaties box and their trips to Disney World after they have achieved their goals. For some reason, we hype our Olympians before they get into the ultimate arena. Perhaps the added pressure contributes to their failures.